Boden to make it to the high street via John Lewis

Quintessential British brand Boden will make its first major foray onto the high street with five concessions in branches of John Lewis.

According to City AM, the online and mail order brand, will be stocked at branches of the department store in Oxford Street, Southampton, Reading, Oxford and Cambridge this autumn, with more branches to be added at a later date.

Boden, which was founded in 1991 by former stock broker Johnnie Boden, still has ambitions to open its own standalone stores. It currently has one store near its West London office in Hangar Lane, which was opened in 2004.

The brand starting out selling menswear and moved into womenswear in 1992 and kidswear in 1996. In 2010 it launched a teen range called Johnnie B.

Lauretta Roberts is managing director and Editor-in-Chief of The Industry, having acquired the business along with business partner Antony Hawman in July 2015. She is also the former director of brand & propositions of trend forecaster WGSN and a former editor of Drapers magazine.

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